CLIENT: Crohn's & Colitus Foundation of America
PR AGENCY: PFS Marketwyse
TIMEFRAME: January 2005
It all began when Roger Koman's 13- and 10-year-old children started enthusing about the Lance Armstrong Foundation's "Wear Yellow Live Strong" campaign characterized by
yellow rubberized bracelets with the word "LIVESTRONG," a phenomenally successful marketing effort designed to raise awareness of -- and money for -- cancer. This gave Koman, vice
president of new enterprises at the Crohn's & Colitis Foundation of America (CCFA), who is also in charge of creating new revenue streams, a "Eureka!